Masowe imprezy sportowe jako forma promocji regionów turystycznych na przykładzie Biegu Piastów w Jakuszycach
Mass Sports Events as the Form of Tourism Regions Promotion on the Example of Piasts’ Race in Jakuszyce

Summary/Abstract: The objective of the article is to present issues related to the promotion of tourism regions, using the promotional tools which are events, particular mass sport events. The introduction presents the problems of territorial marketing and its impact on development of region. Next, the author presents the product of the region and the possibilities of its promotion, as well as the nature of activities related to the organization of events. The final part presents an example of the use of this component of promotion in Poland. The largest mass event for winter sports in Poland was selected, ie. The ski festival Piasts’ Race in Jakuszyce.

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